LenzAI

The Shift in Search Behaviour

Search is changing. When someone needs a recommendation today, they're increasingly likely to ask ChatGPT "What's the best CRM for small businesses?" rather than searching Google.

This shift represents a fundamental change in how people discover products and services. AI platforms don't show a list of 10 blue links. Instead, they provide a direct answer, citing 3-5 brands they deem most relevant.

If your brand isn't one of those citations, you're invisible to that potential customer. That's where GEO comes in.

What Exactly is GEO?

GEO (Generative Engine Optimisation) is the practice of optimising content and brand presence to appear in AI-generated search responses.

Think of it as SEO's evolution for the AI era. Whilst traditional SEO focuses on ranking in Google's search results, GEO focuses on being cited when AI platforms generate answers.

Key Difference: SEO vs GEO

Traditional SEO

•Optimise for Google rankings
•Focus on keywords and backlinks
•Goal: Appear in top 10 results

Modern GEO

Optimise for AI citations
Focus on content structure and authority
Goal: Be cited in AI responses

Which AI Platforms Matter for GEO?

Four major AI platforms dominate the landscape. Each has unique characteristics that affect GEO strategy:

ChatGPT (OpenAI)

The most widely-used AI assistant. ChatGPT cites sources when using web browsing mode and heavily influences purchase decisions across both B2B and B2C sectors.

Claude (Anthropic)

Known for detailed, nuanced responses. Claude provides citations and references, making it particularly valuable for B2B and technical content visibility.

Google Gemini

Integrated into Google Search through AI Overviews. Gemini synthesises information from Google's search index, making traditional SEO and GEO complementary strategies.

Perplexity

An AI-powered search engine with transparent inline citations. Perplexity shows exactly which URLs inform each part of its response, making citation tracking straightforward.

Why GEO Matters Now

The business case for GEO is compelling. Here's why forward-thinking companies are prioritising AI visibility:

Search Behaviour is Shifting

Industry research suggests a significant portion of search traffic is moving to AI platforms. Early adopters who master GEO now will establish authority before their competitors catch on.

Higher Quality Leads

Research from Semrush shows that visitors who find brands through AI citations convert 4.4 times better than traditional organic visitors. They're pre-qualified and closer to purchase decisions.

Winner-Takes-All Dynamics

AI platforms typically cite only 3-5 brands per query. Unlike Google where users might browse multiple pages, AI users often accept the first recommendation. Being cited is binary: you're either visible or invisible.

How to Implement GEO: Core Strategies

Based on research from Princeton University and Microsoft, here are the proven tactics that increase AI citations:

1. Optimise Content Structure

AI platforms favour content that's easy to parse and extract. Structure your content with:

Self-contained sentences that make sense when extracted independently
Clear headings that signal topic boundaries to AI systems
FAQ sections that directly answer common questions
Bullet points and lists for easy information extraction

2. Implement Schema Markup

Microsoft research confirms that schema markup helps AI platforms understand and cite content. Implement:

FAQ schema for question-and-answer content
Article schema for blog posts and guides
Product schema for ecommerce pages
HowTo schema for instructional content

3. Build Authority Signals

AI platforms prioritise authoritative sources. Strengthen your authority through:

Author credentials and expert bios
Cited sources and references in your content
Statistical claims backed by research
Third-party validation through mentions on authoritative sites

4. Monitor Competitive Performance

Unlike traditional SEO where you can see rankings, GEO requires active monitoring. Track:

Your mention rate across different AI platforms
Competitor citations to identify gaps
Citation quality and sentiment
Platform-specific performance to optimise strategy

Common GEO Mistakes to Avoid

As businesses adopt GEO, certain patterns emerge that hurt rather than help AI visibility:

❌ Over-Optimising with Keywords

AI platforms penalise obvious keyword stuffing. Write naturally for humans first; AI will understand context better than keyword-heavy content.

❌ Ignoring Content Freshness

AI platforms favour current information. Outdated content, even if well-structured, ranks lower than fresh, relevant material.

❌ Focusing Only on Your Website

Research shows third-party citations (Reddit, industry publications, review sites) often outperform brand websites. Build presence beyond your own domain.

❌ Neglecting Platform-Specific Optimisation

Each AI platform has preferences. ChatGPT favours conversational content, whilst Perplexity prioritises factual, well-cited information. One-size-fits-all approaches underperform.

Getting Started with GEO

GEO might seem daunting, but you can start with these practical first steps:

Audit current visibility: Manually test how often your brand appears when asking AI platforms relevant questions in your industry.

Identify competitive gaps: See which competitors get cited and for what queries. This reveals quick-win opportunities.

Optimise highest-value pages: Start with your homepage, product pages, and pricing page. Add FAQ schema and improve content structure.

Monitor and iterate: Track your mention rate monthly and adjust strategy based on what's working.

For businesses serious about AI visibility, dedicated GEO platforms like LenzAI automate this process, tracking mentions across all platforms and providing competitive intelligence to guide optimisation efforts.

The Future of GEO

GEO is still in its early stages. As AI platforms evolve, so will optimisation strategies. However, the fundamentals are unlikely to change:

Quality content that genuinely helps users will always be favoured
Authority signals will remain critical for AI platforms to assess credibility
Structured data will become even more important as AI systems become more sophisticated
Competitive intelligence will separate winners from those left behind

The brands that start building GEO authority now will have a compounding advantage as AI search becomes the dominant discovery channel. Like early SEO adopters in the 2000s, first-movers in GEO will establish positions that become increasingly difficult for latecomers to challenge.

What is GEO (Generative Engine Optimisation)?